SYS-CON MEDIA Authors: Pat Romanski, Liz McMillan, Yeshim Deniz, Elizabeth White, Courtney Abud

Blog Feed Post

Using Marketing Automation to Reach the Right Audience

Content marketers spend a lot of time conceptualizing and creating remarkable content as part of their content marketing strategies. But if that content never reaches the right audience, it’s not going to make a difference.

Marketing automation is a powerful tool that helps you deliver the right content to the right audience very efficiently and effectively. Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads, according to research firm Sirius Decisions. Who wouldn’t want that result?

Unfortunately, reaching the right audience doesn’t happen without some thought and isn’t instantaneous.

Who are you trying to reach?

Before you can reach the right audience with marketing automation, you need a little bit of information about exactly who that “right” audience is. You should have an idea of who your best buyers are and what they care about. The software doesn’t magically tell you that. But it can help you better refine the suspects visiting your website, reading your content, and attending your webinars.

One of the challenges many organizations face is that sometimes they’re not really sure who their best customers are. Marketers may have a vague idea, but many haven’t really taken the time to talk to sales or conduct any analysis to understand what the company’s best buyers look like or what they care about.

Some marketers have skipped creating buyer personas, thinking the general sketch of who they are trying to reach is enough. But developing buyer personas is an important part of your messaging and automation efforts. While some might think it can be scary, awkward, and time-consuming to interview current and even former customers, this approach can be the best way to learn more about them.

Data Reveals Prospect Patterns

So what should you do if you don’t have the luxury of speaking with these folks? Or if you did, but the information was lacking and you want a more refined idea of your best audience or your best personas? You can use your fancy marketing tools to better understand who you are trying to reach. For example, you can create different messages and types of content, distribute them to the current suspects in your database, and then segment them based on their engagement/behavior.

Historically, marketers built prospect lists based on a limited amount of information, including job title, industry, revenue, employee size, and budget. Short of cold calling the list, there was no way to determine who might be a prospect, a visitor, a researcher, a job seeker, or shareholder. These days, 90 percent of decision makers say they won’t respond to cold calls, according to an article in Harvard Business Review.

Marketing automation allows you to see what prospects are interacting with, watch their behavior, and then translate that into data you can continue to use to segment and target the right content to the right person at their particular stage in the purchasing journey.

Marketing automation also helps you see who opens emails, makes a purchase, registers for a podcast or webinar, or skims your site, plus how many times they come back and how long they stay, providing data that most marketers haven’t had access to before. Looking at the data marketing automation provides helps you better target and nurture prospects with the right content.

The Right Prospect May Actually Be Many People

The data may reveal that the “right” prospect is actually multiple people. Your sales cycle might be long and involve many decision makers, so you’ll need to take that into account. If you are selling marketing software, for example, you likely have at least three key decision makers in the process: the marketer, IT, and (most likely) finance will all have a say in the purchase. The average B2B decision-making group includes 5.4 buyers, says CEB, and 75 percent of the stakeholders involved come from different roles, teams, and locations. So it’s even more important that the content you develop and distribute addresses each of these personas; generic information will most likely miss the mark.

And offering generic content doesn’t take advantage of the best parts of marketing automation. It helps you send your information to the right person in a highly personalized way, which helps prospects become buyers faster. It doesn’t matter whether you have seven decision makers in a sea of 10,000 leads. Marketing automation helps you address each one according to his or her needs just like you would if you handwrote a note to each prospect and decision maker.

Buyers Expect Personalized Content

As you no doubt already know, customers do a lot of research before they knock on your door. Since they are armed with so much knowledge, you can’t afford to send them a generic welcome message or an email that isn’t relevant to them. Most B2B buyers understand you are tracking their visits and know what they are reading, and they expect that you deliver information relevant to them when they surrender their email address. Companies that can’t identify or segment their prospects and send them the appropriate content risk losing those buyers.

Looking to get started with marketing automation? Download the eBook, “Make the Marketing Automation Decision: a 5-Question Guide.” Already have a marketing automation platform but need help fine tuning it for better results? Get in touch.

The post Using Marketing Automation to Reach the Right Audience appeared first on Right Source Marketing.

Read the original blog entry...

More Stories By Will Davis

Right Source Marketing helps organizations build their marketing strategy, organize the structure to accommodate that strategy, and deliver the specific services to execute that strategy. We do this through a unique model that provides senior level strategic consulting as well as specific services that cover every area of an organization’s marketing plan.

Latest Stories
CoreOS extends CoreOS Tectonic, the enterprise Kubernetes solution, from AWS and bare metal to more environments, including preview availability for Microsoft Azure and OpenStack. CoreOS has also extended its container image registry, Quay, so that it can manage and store complete Kubernetes applications, which are composed of images along with configuration files. Quay now delivers a first-of-its-kind Kubernetes Application Registry that with this release is also integrated with Kubernetes Helm...

VANCOUVER, Canada, Aug. 29, 2018 /PRNewswire/ -- Open Source Summit North America – The Cloud Native Computing Foundation® (CNCF®), which sustains and integrates open source technologies like Kubernetes® and Prometheus™, today announced that Google Cloud has begun transferring ownership and management of the Kubernetes project's cloud resources to CNCF community contributors. Google Cloud will help fund this move with a ...

To enable their developers, ensure SLAs and increase IT efficiency, Enterprise IT is moving towards a unified, centralized approach for managing their hybrid infrastructure. As if the journey to the cloud - private and public - was not difficult enough, the need to support modern technologies such as Containers and Serverless applications further complicates matters. This talk covers key patterns and lessons learned from large organizations for architecting your hybrid cloud in a way that: Su...
Serverless Computing or Functions as a Service (FaaS) is gaining momentum. Amazon is fueling the innovation by expanding Lambda to edge devices and content distribution network. IBM, Microsoft, and Google have their own FaaS offerings in the public cloud. There are over half-a-dozen open source serverless projects that are getting the attention of developers.
Platform9, the open-source-as-a-service company making cloud infrastructure easy, today announced the general availability of its Managed Kubernetes service, the industry's first infrastructure-agnostic, SaaS-managed offering. Unlike legacy software distribution models, Managed Kubernetes is deployed and managed entirely as a SaaS solution, across on-premises and public cloud infrastructure. The company also introduced Fission, a new, open source, serverless framework built on Kubernetes. These ...
As Apache Kafka has become increasingly ubiquitous in enterprise environments, it has become the defacto backbone of real-time data infrastructures. But as streaming clusters grow, integrating with various internal and external data sources has become increasingly challenging. Inspection, routing, aggregation, data capture, and management have all become time-consuming, expensive, poorly performing, or all of the above. Elements erases this burden by allowing customers to easily deploy fully man...
IT professionals are also embracing the reality of Serverless architectures, which are critical to developing and operating real-time applications and services. Serverless is particularly important as enterprises of all sizes develop and deploy Internet of Things (IoT) initiatives. Serverless and Kubernetes are great examples of continuous, rapid pace of change in enterprise IT. They also raise a number of critical issues and questions about employee training, development processes, and opera...
The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long development cycles that produce software that is obsolete at launch. DevOps may be disruptive, but it is essential. DevOpsSUMMIT at CloudEXPO expands the DevOps community, enable a wide sharing of knowledge, and educate delegates and technology providers alike.
As you know, enterprise IT conversation over the past year have often centered upon the open-source Kubernetes container orchestration system. In fact, Kubernetes has emerged as the key technology -- and even primary platform -- of cloud migrations for a wide variety of organizations. Kubernetes is critical to forward-looking enterprises that continue to push their IT infrastructures toward maximum functionality, scalability, and flexibility.
This month @nodexl announced that ServerlessSUMMIT & DevOpsSUMMIT own the world's top three most influential Kubernetes domains which are more influential than LinkedIn, Twitter, YouTube, Medium, Infoworld and Microsoft combined. NodeXL is a template for Microsoft® Excel® (2007, 2010, 2013 and 2016) on Windows (XP, Vista, 7, 8, 10) that lets you enter a network edge list into a workbook, click a button, see a network graph, and get a detailed summary report, all in the familiar environment of...
The Kubernetes vision is to democratize the building of distributed systems. As adoption of Kubernetes increases, the project is growing in popularity; it currently has more than 1,500 contributors who have made 62,000+ commits. Kubernetes acts as a cloud orchestration layer, reducing barriers to cloud adoption and eliminating vendor lock-in for enterprises wanting to use cloud service providers. Organizations can develop and run applications on any public cloud, such as Amazon Web Services, Mic...
Because Linkerd is a transparent proxy that runs alongside your application, there are no code changes required. It even comes with Prometheus to store the metrics for you and pre-built Grafana dashboards to show exactly what is important for your services - success rate, latency, and throughput. In this session, we'll explain what Linkerd provides for you, demo the installation of Linkerd on Kubernetes and debug a real world problem. We will also dig into what functionality you can build on ...
At CloudEXPO Silicon Valley, June 24-26, 2019, Digital Transformation (DX) is a major focus with expanded DevOpsSUMMIT and FinTechEXPO programs within the DXWorldEXPO agenda. Successful transformation requires a laser focus on being data-driven and on using all the tools available that enable transformation if they plan to survive over the long term. A total of 88% of Fortune 500 companies from a generation ago are now out of business. Only 12% still survive. Similar percentages are found throug...
Technology has changed tremendously in the last 20 years. From onion architectures to APIs to microservices to cloud and containers, the technology artifacts shipped by teams has changed. And that's not all - roles have changed too. Functional silos have been replaced by cross-functional teams, the skill sets people need to have has been redefined and the tools and approaches for how software is developed and delivered has transformed. When we move from highly defined rigid roles and systems to ...
Implementation of Container Storage Interface (CSI) for Kubernetes delivers persistent storage for compute running in Kubernetes-managed containers. This future-proofs Kubernetes+Storage deployments. Unlike the Kubernetes Flexvol-based volume plugin, storage is no longer tightly coupled or dependent on Kubernetes releases. This creates greater stability because the storage interface is decoupled entirely from critical Kubernetes components allowing separation of privileges as CSI components do n...